Chilled seafood brand Wild’r has hit supermarkets this month with the launch of the UK’s first chilled, ready-to-eat tuna steaks.
The brand aims to make wild fish a more “convenient, flavourful, and exciting choice for everyday meals”.
It’s MSC Yellowfin Tuna Steaks in Ginger, Lime & Coconut (rsp: £7.35/2x90g) launched into Sainsbury’s on 14 October.
It is wild caught in the Indian Ocean using FAD-free purse seine fishing. The tuna is then marinated and grilled before being chilled, meaning its fully cooked and can be eaten cold straight from the pack or warmed through.
Each steak contains 25g of protein, is high in omega-3 and low in saturated fat.
Two additional tuna lines are set to join the range in the coming months, alongside a Grilled Wild Alaskan Salmon Chunks option.
“For too long, the fish category has lacked the innovation found elsewhere across supermarket shelves and felt harder to cook than it needs to be,” said founder Doug Worboys. “When we travelled through Alaska, we saw how simply wild fish could be prepared and how much flavour and excitement could be brought to it.”
The brand hopes to take away some of the barriers around eating fish, with only 39% of consumers confident cooking a whole fish.
He added: “We believe there’s a real opportunity to bring something new to the fish aisle and ultimately encourage more people to eat quality wild fish more often.”
Seth McCurry, senior commercial manager, UK & Ireland at the Marine Stewardship Council, which has certified the line, said: “Shoppers want seafood that is both sustainable and convenient and Wild’r’s new product range is a great example of how innovation can bring those two things together.”
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